L’ intelligence artificielle, plus communément appelée l’IA, représente l’ensemble des techniques mises en œuvre pour créer des machines capables de simuler l’intelligence, une des qualités de l’esprit humain lui permettant de comprendre et de s’adapter facilement. Les opportunités créées par l’IA sont nombreuses et impacteront sans aucun doute les futures stratégies marketing des entreprises.
Zoom sur quelques applications concrètes de ces processus.
Une personnalisation de l’offre minutieuse
Grâce à l’utilisation de ces technologies sur le web, la personnalisation de l’offre est en phase de devenir encore plus précise, de quoi fournir aux entreprises des résultats impressionnants. L’IA a totalement bouleversé les processus de compréhension et de prédiction des besoins du consommateur. A partir du parcours sur internet, les moteurs de recherche sont désormais capables de créer des recherches prédictives personnalisées tirées de facteurs comportementaux, là où les moteurs se contentent habituellement de proposer les recherches les plus communes.
Le marketing prédictif, prochaine mutation du marketing
Les entreprises peuvent également adapter leur offre et leur communication grâce à l’analyse de contenu. L’IA permet de suivre l’évolution des centres d’intérêts en analysant des masses de données afin d’en déceler les tendances clés. Parmi les données analysées figurent des articles, post de blogs, de réseaux sociaux, discussions sur forum et de multiples autres formes de contenus analysés par millions à une vitesse impressionnante. Avec ces informations, les entreprises peuvent détecter une tendance et devancer la concurrence. On imagine les effets sur des marchés dynamiques comme le textile ou la mode évolue à une vitesse folle.
Le machine learning au service de l’expérience client
Le machine learning, ou « apprentissage automatique » en français, est un sous-domaine de l’IA pouvant se caractériser comme un processus permettant à une machine de modéliser des phénomènes à partir de données collectées dans le but de prendre des décisions stratégiques. Exemple concret, Spotify propose des playlist sur-mesure à ses utilisateurs à partir des données des trackers de performance sportives. Cela rend l’expérience client toujours plus individualisée et permet d’augmenter significativement la qualité des interactions avec les utilisateurs.
Le machine learning peut également déterminer quel type de contenu sera le plus adapté pour toucher les consommateurs en fonction du contexte, du lieu et du moment. Sur les smarthphones, à partir des données de géolocalisation, il est possible de déterminer à quel moment un consommateur est dans les transports, au bureau ou chez lui, laissant l’opportunité aux entreprises de choisir le meilleur contenu à transmettre.
Les Chatbots, le must-have de la relation client
Depuis quelques années déjà, beaucoup d’entreprises utilisent la technologie des Chatbots, ces robots capables de dialoguer en temps réel avec les consommateurs. Les cadres d’utilisation sont multiples, aujourd’hui, il existe un bot pour à peu près tout, à tel point qu’on en décompte une centaine de milliers sur Messenger, l’application chat de Facebook. Ainsi, chaque mois, des milliards de messages sont échangés entre entreprises et consommateurs grâce à cette forme d’intelligence artificielle qui favorise le dialogue et la relation client.
De nouvelles avancées en la matière sont fréquentes : Sephora propose par exemple un Chatbot offrant des conseils de beauté à partir de l’analyse des centres d’intérêts des consommateurs. Ainsi, la marque peut accompagner ces conseils par une sélection de produits pertinents afin de booster les ventes.
Envie de voir un Chatbot en vrai ? Retrouvez Alan, Chatbot conçu par la compagnie Nokill, ce week-end (16 et 17 Novembre) au Quai des Savoirs (Toulouse) à l’occasion de Futurapolis. La mémoire de ce Chatbot est constituée de 40 millions de lignes de dialogues de films, vocabulaire dont il peut reconstruire des phrases et discuter avec des humains. Alan est d’autant plus humain qu’il a également la capacité de … se tromper, une volonté des concepteurs qui ont également conçu des formes d’intelligence émotives avec un robot qui souffre et un autre qui a du goût.
Dans les prochaines années, l’IA devrait poursuivre son développement et connaître de nouvelles avancées, de quoi rendre le marketing classique obsolète.
Et vous, pensez-vous que l’intelligence artificielle fera disparaître le marketing?
Thomas V.
Un chatbot n’idéalise-t-il pas trop l’expérience client souhaitée au risque de nous décevoir lorsque nous nous rendons en magasin ?
Enfin je sais pas, peut être. https://www.youtube.com/watch?v=JR6kFvF1vOA
Merci pour votre retour.
Bonjour Martin, merci pour votre retour pertinent. Je pense que le client perçoit de lui-même et accepte la différence entre un accueil sur-mesure proposé par un chatbot et une expérience magasin, avec les contraintes qu’on connaît. Une des solutions réside dans l’implantation du digital en boutique physique. Bien à vous, Martin.
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